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Corporate Branding Lesson for CEO - What Does Your Brand Stand For?

A brand is not just a logo, a color scheme, or a tagline. A brand is the sum total of everything your company says and does. It's the experience customers have when they interact with you. It's how employees feel when they come to work every day. It's the promise you make to customers. And it's the set of values that guide your company's actions. In other words, your brand is what your customers, employees, and partners think of when they think of your company. And that means it's more important than ever to make sure your brand is purpose-driven. A purpose-driven brand is one that is clear about its goals and values, and that aligns its actions with those goals and values. It's a brand that stands for something more than just selling products or services.

Building a purpose-driven brand is not easy. It requires a commitment to living your values every day, in everything you do. But the rewards are worth it. A purpose-driven brand is more than just achieving ecological and social sustainability. It's a guidepost for your company, a North Star that everyone can rally around. It's a source of inspiration and pride for employees. And it's a magnet for customers who want to do business with a company that shares their values.

If you're ready to build a purpose-driven brand, here are eight key essential elements to help you get started.

1. Your Brand's Purpose

Brands are the sum of all interactions a customer has with your company. They're the embodiment of your mission and vision, and they play an important role in every aspect of your marketing strategy. It's important to have a clear purpose that guides everything from advertising to product development. Without this focus, brands can quickly lose their way and lose their edge.

To start defining your brand's purpose, you need to understand what makes your company unique. What sets it apart from the competition? Once you've identified these key factors, it's time to figure out how they relate to your customers. Are you targeting a specific segment of consumers? Do your products or services solve a particular problem? Once you've identified these elements, it's time to flesh out the details of your brand's purpose. This will help ensure that everything related to your business aligns with this overarching goal.

To ensure that your brand's purpose is always on point, it's important to have a clear vision and strategy. This document should include everything from your company's mission statement to specific targets and milestones you want to achieve. Once you've created this guide, it's important to constantly update it as new information becomes available. This continued focus will help you stay true to who you are while also adapting as the market changes around you.

Finally, don't forget the most important factor of all: the people behind your brand. Without a passionate team working towards a common goal, your brand will quickly lose its appeal and potential customers will disappear into the ether. It's essential that everyone in your company feels a sense of ownership over their work - if they don't, then change is inevitable. A well-defined brand purpose with an engaged team is what ensures success in today's market economy.

Here are some examples of global brands' purposes:

- Nike: "To bring inspiration and innovation to every athlete* in the world."

- Coca-Cola: "To refresh the world in mind, body, and spirit, and to create value and make a difference."

- Ford: "To become the world’s most trusted company, designing and building the best products with the best people."

2. Your Brand's Promise

The most important thing any business can do is ensure that it delivers on its brand promise. A strong brand promise is simple, specific and relevant to the needs of customers. This means that you need to figure out what your customers really want and need from your product or service. Once you have a good understanding of this, make sure that your promise remains consistent across all touchpoints with customers. This will help to create trust and loyalty in customers' minds, which are two key ingredients for a successful business.

Building trust and loyalty with customers is essential for any business. A strong brand promise helps to create this trust by being consistent across all touchpoints, from your website to your advertising and even the way you do business. This instills a sense of trustworthiness in customers, which then allows them to feel at ease doing business with you in the future. Furthermore, a solid brand promise provides customers with a justification for coming back to your company - whether that's because they need a specific product or just want to show loyalty to your brand.

Some great examples from some of the world's best brands:

-L'Oréal Paris: "Because you're worth it."

-Adidas: "To create the new in sports."

3. Your Brand's Personality

Brands are more than just logos and products. They represent a company's values, mission, and goals. In order to create a strong brand that will be remembered long after your products or services have disappeared, you need to focus on creating a clear purpose and message for your brand. Your brand's personality should be reflected in everything you do, from the design of your website to the way you interact with customers.

Employees are one of your most important brand ambassadors. If they feel like their work is part of a larger vision, they're more likely to go above and beyond in support of that vision. Likewise, if employees feel like their job is pointless or unfulfilling, they're going to vocalize that opinion to everyone within earshot! It's crucial that you invest time and resources into creating an engaging workplace culture where everyone feels valued and appreciated.

Customers should have a positive journey with your brand. This means that every step of their interaction with your company should be positive - from the moment they land on your website until the moment they leave (or even shop elsewhere!). It can be hard work maintaining such high standards, but it's definitely worth it if you want customers who return again and again!

A great brand has a unique set of brand personality. For example:

Apple is stylish, trendsetting, and forward-thinking

Nike is energetic, athletic, and empowering

Coca-Cola is classic, nostalgic, and happy

4. Your Brand's Positioning

A brand's positioning is how an audience wants to perceive your brand. This means understanding what values and attributes are most important to that audience and stressing these in everything from marketing campaigns to employee training. A strong positioning will make all of your branding efforts more focused and effective, leading to a more powerful overall brand.

There are a number of different ways to determine your brand's positioning. One approach is to ask your target audience what they think is important about your product or service. This can be done through focus groups, surveys, or interviews. Once you have a good idea of what the key values and attributes are, you can begin stressing them in everything from marketing campaigns to employee training.

A well-defined brand positioning will help your branding efforts stay focused and effective, resulting in a powerful overall brand. For example: If you want to be known for having the best customer service in your industry, make sure every touchpoint with your customers reflects that commitment. Train your employees on delivering great customer service, design your website and physical space to be welcoming and easy to navigate, and make sure your marketing communications reflect your brand promise. Conversely, if you want to be known for being the most innovative company in your industry, make sure your branding efforts reflect that. Invest in cutting-edge technology, design eye-catching and unique marketing materials, and position yourself as a thought leader in your industry.

A strong company brand and what it stands for is not only vital for the company, but also for stakeholders, investors and shareholders. Here are some examples from the global brand's positioning statements:

Nike's mission statement is "To bring inspiration and innovation to every athlete in the world."

Coca-Cola's mission statement is "Providing refreshment for every person on the planet."

Virgin's mission statement is "To champion entrepreneurship, innovation and creativity."

Patagonia's mission statement is "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."

Your Brand's Story

Essentially, your brand story is the beating heart of your company. So be prepared for a difficult time a new product release tomorrow. Im all about the people that order from you. Im the customers that Buy. Just Dont Say No. Was the inspiration, why today I go back to sleep? What is a compelling Brand Story?

Your brand story should be clear, concise, and easy for your customers to understand. It should highlight what makes your company unique and why your customers should choose you over your competitors. Most importantly, your brand story should be authentic and reflect the values of your company.

Crafting a strong brand story takes time and effort, but it is worth it. A well-told brand story will differentiate your company in the marketplace, build customer loyalty, and drive sales. Brand Story is the emotional connection that helps external stakeholders, shareholders, and consumers understand the brand. For example, Apple's brand story is about making technology accessible to everyone. Google's brand story is about making information accessible to everyone."

Here are some examples of global brands with successful brand stories:

- Nike's story of perseverance and determination

- Coca-Cola's story of refreshment and happiness

- Samsung's story of innovation and technology

5. Your Brand Identity

Your brand identity is how your business is represented to and perceived by your target market. It's the face of your company, and includes your company name, logo, tagline, and other design elements. Your brand identity should be consistent across all channels, including your website, social media, print collateral, packaging and more.

Creating a strong brand identity is essential for any business, big or small. It helps you stand out from the competition and build trust with your target audience. When done right, your brand identity can convey who you are, what you do, and why you do it – all of which can help you attract new customers and grow your business. the face of your business. It's how customers and prospects perceive your company, and it's a critical part of your marketing efforts. Your brand identity should be unique, memorable, and consistent across all channels. It should convey who you are, what you do, and what you stand for. A strong brand identity can help you attract new customers, build loyalty among existing customers, and differentiate yourself from the competition.

The world's best brands possess meaningful, simple and recognizable brand identities. The best brands are able to distill their brand identity into a clear and concise message that resonates with their target audience. Their identity is memorable and instantly recognizable, making it easy for customers to connect with the brand. The best brands also have a strong sense of purpose that guides everything they do.

For example, Unilever's brand identity conveys a very different message to Coca-Cola's. Unilever is a company that offers solutions to traditional and modern retailers and produces many everyday items such as soap, peanut butter and ice cream. Their brand identity reflects this, with a simple, classic logo and muted colors. Coca-Cola, on the other hand, is a fun, vibrant brand. Their logo is iconic, and their colors are bright and eye-catching.

Your brand identity should be carefully considered and should reflect the values of your company. It should be consistent across all of your marketing materials, from your website to your LinkedIn profile, your retail storefront to your packaging.

6. Your Brand's Equity

Your brand's equity is the value of your brand in the marketplace. Equity is built over time through investments in marketing, advertising, product development, and customer service. A strong brand has high equity and is recognizable, trusted, and valued by customers.

Brand equity can be used to secure financing, drive growth, and build shareholder value. For example, a strong brand may be able to secure more favorable terms on loans or leases than a weaker brand. Additionally, a strong brand may be more likely to attract new customers due to its higher perceived quality. In turn, this can lead to increased sales and profits for businesses that own these brands.

There are many ways to measure and assess brand equity. One common metric is the "Brand Strength Index," which measures a brand's performance relative to industry norms. The BrandZ Top 100 Brands report also aggregates data on a variety of factors that impact brand equity, such as consumer perception, market share, and employee engagement.

There are various ways to measure the success of branding investment with business key performance indexes. Some key brand valuation metrics are the Interbrand's Brand Valuation (BVA), brand awareness, customer satisfaction, customer loyalty, and sales data. Marketers can also track changes in employee attitudes and behaviors, as well as changes in company culture. capture a sense of belonging.

The ultimate goal of assessing and maximizing brand equity is to create sustainable value for shareholders. To do this, it is important to keep track of changes in the environment around your business (such as shifts in technology or customer preferences) and make necessary adjustments accordingly.

7. Your Brand's Culture

Your brand culture is one of the most important factors when developing your business. A strong company culture will attract the right employees and customers, while a poor company culture can actually hinder your growth. To ensure that your brand culture reflects the values of your business, it is essential to have a clear vision for what you want your brand to stand for. If you have articulated this vision, it will be easier to align company culture with this vision.

A strong brand culture can be fostered by creating a positive environment where employees feel appreciated and encouraged to express their ideas. This involves creating an environment that is respectful of individual differences, provides opportunities for growth, and allows employees to take initiative. In addition, it is important to instill values in your company that are consistent with your vision. For example, if you want your business to be environmentally conscious, make sure that the values associated with this perspective are reflected in company culture.

Creating a positive company culture is not easy, but it is essential if you want your business to thrive. By following these tips, you can ensure that your brand reflects the values you desire and creates an enjoyable working environment for all employees.

Here are the Top 10 World's Great Place to Work:

1. DHL Express, Bonn Bonn North Rhine–Westphalia Germany, Transportation

2. Hilton, McLean Virginia, United States, Hospitality

3. Cisco, San Jose, California United States, Information Technology

4. Salesforce, San Francisco, California, United States, Information Technology

5. Millicom, Luxemborg, Luxemborg, Telecommunications

6. AbbVie, North Chicago, Illinois, United States, Biotechnology & Pharmaceuticals

7. Deloitte, London, England, United Kingdom, Professional Services

8. Hilti, Schaan, Liechtenstein, Manufacturing & Production

9. SC Johnson, Racine, Wisconsin, United States, Manufacturing & Production

10. Stryker, Kalamazoo, Michigan, United States, Manufacturing & Production

8. Customer Journey Mapping

Customer journey mapping is an important tool that can be used in branding and marketing. By mapping the customer journey, businesses can better understand how their customers interact with them and what their needs are. This information can then be used to create a more personalized experience for each and every customer.

Mapping the customer journey also has a number of other benefits. For example, it can help businesses identify which channels are most effective for reaching their target audience. Additionally, it can help businesses optimize their marketing campaigns by understanding how different elements of the campaign are impacting customer engagement.

Creating a brand persona using customer journey mapping is another way that businesses can benefit from this technology. A brand persona is a simplified version of the company’s actual customers, which helps to improve communication between business and its customers. In addition, using customer journey mapping in branding and marketing allows businesses to better understand their target market (and competitors).

An example of a customer journey that is relatable to people's lives is from Starbucks.

A video, Why Starbucks Spells Your Name Wrong has been viewed over six million times in 2014. Paul Gale's interpretation of how Starbucks writes your name on your personalized coffee cup is hilarious. Gale portrays a barista who intentionally misspells everyone's name in the video with a malicious sparkle in his eye. I don't believe this is typical behavior for most Starbucks baristas, but it made me laugh and showed how writing people's names can be a great way to improve the customer experience.

How To Create A Purpose-Driven Brand Building A Strong Employee Brand

There is no doubt that a strong brand can help your business in many ways. For example, it can help to attract new customers and boost sales. Additionally, a strong employee brand can also help to create loyal employees who are more likely to stay with your company for longer periods of time.

To create a strong employee brand, you first need to define what your brand stands for. This will involve identifying the values that are essential to your business, as well as defining how these values are communicated to the public. Next, you need to ensure that all communication relating to your brand is clear and concise. Finally, it is important to map out the customer journey so that you understand how each individual user interacts with your brand. By doing this, you will be able to build an effective employee branding strategy that will benefit your business overall.

Building a strong employee brand can be a challenging process, but it is worth the effort. By definition, a strong employee brand is one that reflects the values and beliefs of the business. This means that you need to identify which values are essential to your business and how they should be communicated to the public. Additionally, you need to ensure that all communication relating to your brand is clear and concise. Finally, you will want to create an effective customer journey map so that you understand how each individual user interacts with your brand. By following these steps, you can build a powerful employee branding strategy that will benefit your business in many ways.

In Short

The most important thing for any business to remember is that a brand is more than just a logo or product. A brand represents the company's values, mission, and goals. It's important to have a clear purpose and message for your brand that is reflected in everything you do. Employees are one of your most important brand ambassadors, so it's crucial to invest time and resources into creating an engaging workplace culture where everyone feels valued and appreciated. Customers should have a positive journey with your brand, which means that every step of their interaction with your company should be positive. A well-defined positioning will help your branding efforts stay focused and effective, resulting in a powerful overall brand.

Learn How Bedrock Asia is helping companies across industries to create a strong brand that lasts.

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